Advertiser-funded programming (AFP) is a recent term applied to a break away from the modern model of television funding in place since the early 1960s.
Not only does this skew the idea of 'primetime', (advertisers being charged a premium for buying spots around the most popular viewing times), but it means viewers can skip the ads altogether.
It includes product placement, sponsorship, naming rights and more recently the actual creation of whole shows from scratch.
Most sports organizations heavily restrict the use of advertiser funded programming, particularly amateur competitions such as the Olympic Games and the FIFA World Cup, both of which ban the practice as ambush marketing.
Naming rights have been sold for bowl games, tournaments, television presentations, halftime shows, stadiums and arenas, with the practice of selling team names more common outside North America, while product placements and advertisements can be seen on the fields, on sideboards surrounding them, or as on-screen graphics without interrupting a telecast.